Christopher Simmons launches MINE — a new design firm in San Francisco.

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Christopher Simmons, president of the San Francisco AIGA and formerly a principal of Alterpop, has opened an independent design office.

Former Alterpop principal, and current president of the San Francisco chapter of the American Institute of Graphic Arts (AIGA), has launched his own design office.

Following eight years at Alterpop (including four in its previous incarnation as Akagi Remington), Mr. Simmons has launched a new, independent design office named MINE. Focussing on three key areas of specialization — design, writing, and strategic consulting, Simmons' business will continue to serve local, regional, and national clients.

"We're looking for visionary clients who realize — as we do — that design is a broadly defined discipline that is essential to any strategic plan," says Mr. Simmons, "We're moving away from the idea that design is about the way things look, and helping our clients realize that design is about the way things are understood."

The significance of this shift evident, says Simmons, "In the context of a media-saturated world with more competitive choices than ever before, design as we're defining it represents a catalyst. It is the critical point of differentiation, and more and more companies are realizing that they need it to be effective."

The premise that good design is good business is one that is echoed by current nationwide initiatives of the AIGA — the nation's oldest and most respected organization of creative professionals — and is supported by a growing focus on design among business magazines and leading industry forecasters.

"From the Fortune 500, down to your local school or nonprofit, strategic design is playing pivotal role in building loyalty among all stake holders," says Simmons, who has provided critical design services for the full gamut of clients.

"It doesn't matter who you are," he says, "the principles are the same and can be scaled to fit virtually any situation."


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Christopher Simmons
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